"Meaningful marketing" : a process investigation of how consumers reward noninterruptive, nonpersuasive marketing communication
Year of publication: |
2014
|
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Authors: | Puligadda, Sanjay ; DelVecchio, Devon ; Gilbreath, Bob |
Published in: |
Journal of marketing communications. - Abingdon : Taylor & Francis, ISSN 1352-7266, ZDB-ID 1317851-9. - Vol. 20.2014, 5, p. 325-338
|
Subject: | brand benevolence | brand trust | brand indebtedness | purchase intentions | meaningful marketing | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Markenimage | Brand image | Marketingmanagement | Marketing management | Vertrauen | Confidence | Markenartikel | Brand |
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